Useful terms and expressions

• to cannibalize – резко снижать объем продаж одного товара (вплоть до вытеснения с рынка) в результате представления на рынок другого аналогичного продукта

• a grab - захват

• to pay off – окупиться

• at first blush – на первый взгляд; поначалу; по первому впечатлению

• at the expense of – за чей-то счет

• intended market – целевой рынок сбыта

• to bode well/ill – служить плохим/хорошим предзнаменованием; сулить плохое/хорошее

• low-end of the market – низкоценовой сегмент рынка

• nascent – появляющийся, нарождающийся

• churn – отток клиентов

TEXT 5

Translate the article into English orally.

GoPro faces tough competition as consumers spend less on cameras

With demand from action junkies drying up, GoPro Inc has a mountain to climb as it vies with the iPhone and other sharpshooting smartphones to win over thrifty customers in the mainstream market.

For a company which quickly became synonymous with its helmet- and body-mounted cameras, recent product launches have failed to click with consumers who rely more on smartphones than traditional cameras to make high-resolution video.

GoPro's shares fell 15 percent on Thursday, a day after the company forecast lower-than-expected revenue for the crucial holiday quarter.

GoPro's answer is to increase spending on marketing campaigns, primarily television advertising, from the current quarter through 2016.

For over a year, the company has shunned TV ads, relying instead on the hype generated by GoPro users who upload videos of their exploits on YouTube. Some popular videos, such as "Superman with GoPro", have garnered more than 18 million likes.

"Performance is still good, demand for GoPro is still strong, but admittedly we took our foot off the gas from a marketing perspective in the second and third quarter," Chief Executive Nicholas Woodman said in an interview with CNBC.

Pricing has been an issue: the San Mateo, California-based company slashed $100 off the price of its HERO4 Session camera only two months after its launch in July, citing lower-than-expected demand.

Analysts said customers in the Americas, by far the company's biggest market, appeared unwilling to shell out more money on relatively expensive cameras. The market is also nearing saturation, they said.

Recent advancements in video-shooting capabilities of smartphones, such as Apple Inc's iPhone 6 range, have made competition tougher.

But some analysts said the renewed focus on advertising could help to revitalize sales next year.

"The company will ramp up marketing significantly and immediately, which will weigh on near-term earnings, but should restore some momentum around the product category and the brand heading into 2016," JPMorgan analysts wrote in a note.

http://www.reuters.com, October 29^th, 2015

Useful terms and expressions

• to vie – соперничать, бороться, конкурировать

• thrifty customers – экономный, бережливый, расчетливый покупатель

• mainstream market – основной (массовый) рынок

• product launch – вывод нового товара на рынок

• to click with – вызвать отклик; прийтись по вкусу; обрести популярность

• to shun – избегать, сторониться

• to take foot off the gas – сбавить скорость

• to shell out money – потратить деньги

• market saturation – насыщение рынка

• to revitalize sales –оживить продажи

• to ramp up – увеличивать, наращивать, активизировать

• to restore momentum – придать новый импульс